Create generic campaigns with adCore Amsterdam adCore University Presents:

Presented by: Points: 45,000 Rank: 4 Level: Platinum Talia Schmidt Product Manager AMSTERDAM

Dynamic Campaigns Beyond the LongTail AMSTERDAM

This Sessions Theme AMSTERDAM Maximizing Value From adCore’s Dynamic Campaigns

Agenda Overview – dynamic campaign, feed and LongTail Utilizing our existing product feed to create generic campaigns! Getting more from our existing long tail campaigns Add even more power via adCore optimization… AMSTERDAM

Dynamic campaigns overview AMSTERDAM

LongTail – What Does It Mean? AMSTERDAM

Define LongTail 3 Easy Ways to identify a LongTail campaign Keywords Product level Destination URLs Specific ads AMSTERDAM

What is a Dynamic Search Campaign? AMSTERDAM

Dynamic Search Campaigns in adCore AMSTERDAM

What is a Feed? Generated from your client’s website. Hosted on a URL. Two feed formats: XML Tabs Delimited. ***Note: adCore also has an option to upload a CSV file (which is NOT dynamic) AMSTERDAM

The answer is in the feed! Go Generic AMSTERDAM

Utilizing our existing product feed to create generic dynamic campaigns! AMSTERDAM

“Basic” Feed – Few Feed Fields AMSTERDAM

“Robust” Feed – More Feed Fields AMSTERDAM

Generic #1 Keywords AMSTERDAM

Go Generic [brand] [category]  Bowers and Wilkins Speakers [brand] [subcategory]  Bowers and Wilkins In-Wall Speakers Use your feed fields to make generic keyword combinations. AMSTERDAM

Generic #2 Destination URLs AMSTERDAM

Great Feed – More Levels of URLs AMSTERDAM

Using a “Basic” Feed speakers- pair/ p?id= &skuId= &st=wall%20spea kers&cp=1&lp=2 AMSTERDAM

Using A “Robust” Feed AMSTERDAM

Cook up the URLs you want Dynamic functions are pre-made formulas that are built to carry out a task. AMSTERDAM

Where Are Dynamic Functions? AMSTERDAM

Example- String Clear This function will clear all data before or after a sign. AMSTERDAM

Cook up the URLs you want speakers- pair/ p?id= &skuId= &st=wall%20spea kers&cp=1&lp=2 AMSTERDAM

Cook up the URLs you want AMSTERDAM

Search Bar AMSTERDAM

Search Bar AMSTERDAM

Search Bar AMSTERDAM

Results - Conversion Rate The results are overwhelming. The 70% increase in conversion rate is attributed to the new destination URLs. Comparing the month of June, when the destination URLs were the product page, and the month of July, when the destination URLs were a query page, we can see an extraordinary increase in the conversion rate. AMSTERDAM

Results - CPA The reduction in the cost per conversion (CPA) and in overall cost of the campaign by over 44% without sacrificing the number of conversions (delta – 0%) means that media dollars are spent more efficiently and that the campaign’s return on investment is much greater. AMSTERDAM

Exercise. AMSTERDAM

URL Building Exercise AMSTERDAM

Sample Product Landing pages from the Timberland website: URL Building Exercise AMSTERDAM

URL Building Exercise How would you change the Product URL's below to create category URLs? AMSTERDAM

How would you change the Product URL's below to create category URLs? URL Building Exercise - Solution AMSTERDAM

Result AMSTERDAM

Ads Generic #3 AMSTERDAM

Language In the ad Focus On What Matters AMSTERDAM

More ad examples Price In The Ad AMSTERDAM

Go Hybrid! Go Even Further AMSTERDAM

What is adCore Hybrid Mode? adCore synchronizes the ad groups You can manually alter the ad copy, and keywords in your advertising Platform AMSTERDAM

Why Use Hybrid Mode? Examples: When Keyword variations you want are not available from the Feed. When you want to place full attention to the ad variations. AMSTERDAM

Activate Hybrid Mode How to activate Hybrid mode in adCore: AMSTERDAM

Hybrid mode LOGIC Keyword Destination URL Parameters AMSTERDAM

Getting more from our existing long tail campaigns AMSTERDAM

There Is LongTail & There Is LongTail AMSTERDAM

Manage your Tail Adjust your keywords Less is more Go board AMSTERDAM

Lets make keywords AMSTERDAM

Keywords [Product_Name] Insignia 19" Class (18-1/2" Diag.) - LED 720p 60Hz HDTV AMSTERDAM

StrRemoveEnclosed This function will remove text that is within parenthesis as well as the parenthesis themselves. AMSTERDAM

Keywords [Product_Name] Insignia 19" Class LED -720p 60Hz HDTV AMSTERDAM

strClear This function will clear all data before or after a sign. AMSTERDAM

Keywords [Product_Name] Insignia 19" Class LED AMSTERDAM

Exercise. AMSTERDAM

Some Dynamic Functions: AMSTERDAM

Clean up your keywords 1.Nikon D Megapixel DSLR Camera (Body Only) – Black 2.Canon PowerShot ELPH 330 HS Megapixel Digital Camera – Black 3.Samsung 40" Class (40" Diag.) - LED p - 60Hz - Smart - HDTV AMSTERDAM

Solution 1 1.Nikon D Megapixel DSLR Camera (Body Only) – Black 1.Nikon D Megapixel DSLR Camera (Body Only) AMSTERDAM

Solution 1 Nikon D Megapixel DSLR Camera (Body Only) Nikon D Megapixel DSLR Camera AMSTERDAM

2. Canon PowerShot ELPH 330 HS 12.1 Megapixel Digital Camera – Black 3. Samsung 40" Class (40" Diag.) LED p - 60Hz - Smart - HDTV Solution 1 AMSTERDAM

Less is more AMSTERDAM

Try This On For Size AMSTERDAM

Don’t Guess -Use Broad Keywords When you don’t use BROAD keywords. YOU ARE MISSING UP TO 50% of POTENTIAL CONVERSIONS Don’t be afraid of the broad! AMSTERDAM

Add even more power via adCore optimization… AMSTERDAM

Launching Is Just The Beginning Use the adCore optimization algorithms to give your campaigns even more power AMSTERDAM

Choose Wisely After launching a dynamic campaign add automation rules to help grow campaigns and drive more traffic. Choose your rules wisely… AMSTERDAM

Discussion. AMSTERDAM

Discussion What kind of rules would you add to a recently launched campaign? AMSTERDAM

Search Terms Add Search Terms rule Search terms with converted clicks Search terms based on CTR AMSTERDAM

Bid Management Bid management Manage bids based on position Manage bids based on campaign goal AMSTERDAM

A/B Testing Test based on CTR Test based on CPA AMSTERDAM

YOU! Thank